Vodafone Red Light Application // Between Us|短视频,APP|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

沃达丰红灯申请//我们之间

案例简介：简要解释集成，因为我们使用所有媒介来接触目标受众。我们准备了女性特定的视频，并将应用信息嵌入其中。此外，我们制作了只有女性才能接触到的特殊内容。比如蜡条，当加热时会透露我们的秘密信息，内衣和比基尼的特殊标签。活动描述 2014年3月，沃达丰推出了 “红灯” 应用程序; 伪装成手电筒应用程序，允许女性在家庭暴力期间只需摇动智能手机就能寻求帮助。有效性截至今天，超过 254.000 名女性下载了该应用程序。这是土耳其所有使用智能手机的女性的 24%，该应用已经被激活 103.122 次。实施我们准备了女性特定的视频，并将应用信息嵌入其中。在视频的开头，我们看到一个女人 (女演员假装是著名的博客作者) 给出了一个关于一个相当女性化的话题的视频教程 -- 例如应用美甲。但是在视频的中间，这个女人开始谈论这个应用程序，并秘密地解释了这个应用程序是如何工作的。秘密介绍后，她回到她的教程。此外，我们开发了只有女性才能在 IVR 系统上访问的特殊内容，应用信息仅通过沃达丰的语音签名系统提供给女性。相关性该简报的目的是继续提高遭受暴力侵害的妇女的认识，并向她们通报红光应用程序下载情况。然而，一年后，这款应用开始在男性中为人所知。所以，我们不得不改变我们的错误方向。我们改变了 “红灯” 应用程序的名称和图标。为了避免男性接触到新的通信，我们再次建立了我们的策略，将我们的信息隐藏在只有女性会看的地方和视频中。

沃达丰红灯申请//我们之间

案例简介：Brief Explanation Integrated because we used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it. Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special labels for lingerie and bikinis. Campaign Description In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. Effectiveness As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times. Implementation We prepared women specific video and embedded the app information in it. At the beginning of the video, we see a woman (actress pretending to be famous blogger) giving a video tutorial about a fairly feminine topic – e.g. applying nail art. But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial.Furthermore we developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system. Relevancy The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about Red Light Application to download it. However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. And in order to avoid men to be exposed to the new communications, we once again built our strategy on hiding our messages in places and videos where only women would look.